KEO Marketing

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3 ways to segment your online marketing campaigns

Thanks to website analytics, online marketing professionals have a bounty of raw data at their fingertips. Insight derived from this information can help professionals understand the type of traffic their web pages see and segment audiences effectively based on search behaviors.

Here are three ways raw data can help segmentation.

1.) Filter, then target – Web analytics data can be extensive at times, so it's important to know what you're looking for at first. In essence, to understand traffic, professionals should filter data, group audience members with similar intent together and then segment marketing materials toward those buyers.

2.) Segment remarketing by traffic source – The value in showing your paid advertisements to people who have already visited your site is great. People who are already customers react very differently than those who have navigated to your page for the first time. Therefore, consider developing campaigns for each specific audience.

3.) Content by audience – Content marketing is an essential practice today, so consider developing information that speaks to the inherent needs of your search traffic. When you segment audience members and guide them toward articles that have been tested and proven to resonate with their intent, you may find your conversion rates increasing.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.